What’s in a name? More than you might think, when it comes to medication monikers. Most Americans (60%) would prefer brand-name drugs—but end up buying generic versions because of the cost, new consumer research suggests.
As a result, the majority of patients (63%) opt for generics; 21% choose brand-name meds, and 16% reported no preference. Yet a stark generational divide exists. Gen X respondents (69%) were most likely to say they prefer generic medications, nearly all of them (95%) citing price as their primary reason. The younger Gen Z (35%) was most likely to prefer brand-name drugs—despite being an average 79% more expensive.
